GO Product Launch Campaign
Marketing
In Spring 2023, McGraw Hill launched a new platform, McGraw Hill GO, an intuitive eBook+ that provides streamlined access to educational resources and tools for both students and instructors. I led the development of a comprehensive multichannel campaign designed to increase brand awareness, stimulate engagement, and cultivate a user base. Informed by audience research, my creative team and I produced a diverse suite of assets, including a website, landing pages, an explainer video, paid media, email campaigns, guided demonstrations, editable leave-behind postcards, printed collateral, and a webinar series.
Performance:
- 143 qualified takeaways
- 47 current user conversions
- 7.25% web conversion rate via LMS selection
- 2:00 average time spent on Storylane click demos
- 43% demo engagement rate (users who clicked at least once)
- High CTRs driven by curiosity-based taglines (e.g., “Greenlight your learning”)
How we reached our goals:
- Launched a hero video that anchored email, social, and web efforts
- Deployed a targeted three-part email series moving users from intro to conversion
- Featured interactive click demos to showcase product functionality
- Added book covers and course-specific messaging to emails to boost relevance
- Ran LinkedIn video ads with view rates matching industry benchmarks
- Used “Greenlight your learning” and other curiosity-driven taglines to draw clicks
- Drove traffic to a dedicated GO landing page with clear value props and LMS selection
- Targeted by discipline to help instructors quickly assess relevance
- Maintained consistent creative and branding across all channels
- 70% of surveyed instructors rated themselves Likely or Extremely Likely to use GO